Both the beef and dairy industry continue to evolve under the pressure of rising costs, emerging disease threats and increasing public scrutiny of animal welfare. In this environment, the veterinarian’s role is shifting. No longer seen solely as an emergency responder, many producers view their veterinarians as strategic partners who help shape the long-term success of their operations.
During the American Association of Veterinary Practitioners meeting in Omaha, Neb., beef producer Lydia Grant spoke on what producers value most with their veterinary partners and what veterinarians can do to better meet expectations. Her information was based on a survey fielded to 20 producers.
Communication as a Foundation
Producers consistently emphasize the importance of effective communication. They want veterinarians who are approachable, respond quickly and show genuine empathy for both cattle and the people who care for them.
“What does effective communication look like to your producer? Approachability,” Grant says. “We as producers want to feel comfortable asking questions — even the silly ones.”
A vet who listens carefully, adjusts their communication style to match the producer’s preferences and follows up after visits signals respect and builds confidence. Good communication isn’t just about delivering technical information, it’s about building a relationship of trust.
Building Trust Beyond Emergencies
Trust develops when veterinarians are present not only during crises, but also during the farm’s long-term planning. Producers want their vets to know their operation — its management style, constraints and goals — so advice is grounded in reality.
“In the survey, one producer mentioned the best thing their veterinarian ever did was take a tour of their operation to better understand their values and goals. This is taking those relationships to partnerships,” Grant says. “You’re setting aside time to look deeper into what your producer wants to focus on.”
Grant also emphasizes some producers may not know the extent to which their veterinarian can help.
“I remember the first time my vet reached out and asked to put together a yearly vaccine plan,” she recalls. “I didn’t know that was an option. I didn’t know they would be willing to sit down and write out a plan for every group of animals. Do your clients know you’re willing to do that?”
When vets are seen as partners, rather than service providers, producers are more likely to bring them into conversations early — before issues escalate.
Teaching as a Part of Service
Another consistent message from producers is the desire for veterinarians to teach. While producers value veterinary expertise, they also want to develop their own skills so they can handle smaller health concerns and recognize problems before they become major losses.
“Taking the time to help teach the basics to your producers helps with your time and our costs. Simple tasks, such as treating pink eye and draining and treating an abscess, are basic cattleman-type care,” Grant says.
Education doesn’t always require formal training; short conversations during herd checks, on-farm demonstrations or simple printed guides all strengthen the knowledge base of the operation and reduce long-term costs.
Be a Producer’s First Call
Grant highlights several concrete steps veterinarians could take to strengthen their relationships with producers and become the first call in any situation:
- Know the operation and the people. Learn each farm’s unique goals, challenges and decision making processes. Make your advice personal.
- Be available when it matters. Producers need reliability, not just in emergencies, but also for routine questions and decisions that prevent future problems.
- Discuss economics openly. Frame recommendations in terms of cost, alternatives and return on investment to help producers balance herd health and profitability.
- Offer preventative strategies. Go beyond treatment by helping producers establish proactive herd health plans, including vaccination, nutrition and biosecurity.
- Listen first. Producers know their cattle. Respecting their observations and incorporating them into veterinary decision-making ensures practical solutions.
Strong vet-producer relationships improve herd health and profitability. When communication is open and veterinarians are seen as partners, problems are caught earlier and preventative strategies are more likely to be adopted.
Grant proposes these thought-provoking questions for bovine practitioners: “Are you the reactive veterinarian or the proactive? Planning, prevention and long term herd health are priorities. Are you building relationships? Are they turning into partnerships? Are you the emergency call or a valuable asset to the operation, a vital part of the team contributing to the overall success and sustainability of the herd?”
Successful collaboration doesn’t just improve outcomes for individual farms; it strengthens the resilience of the entire beef and dairy industries.
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